September 16 saw the launch of the new on and off air identity for Channel 5 and is a complete transformation of their look, advertising and programming structure.
The shift to Five was an ongoing project with Spin working in tandem with creative strategists WalkerBannisterBuss and advertising company TBWA/London.
Spin’s creative lead encompasses a wide range of off air stationary, promotional material and style guides alongside live action on air idents.
One of the key changes is the removal of the five toned “colour bar”, which originally appeared as a flash between ads since launch, in addition to being part of the logo.
The original colours have now been expanded to five distinct palettes, each comprising five colours. The evolution will see the channel using colour in a more engaging way which will better reflect the diverse moods and voice of the channel. The channel’s logo, previously the number 5 within a circle supported by the colour bar, is now replaced by Five, always appearing in lower case in the mark.
Five is the first UK channel to regularly use purely typographical promos – seeing copy-written type overlaid over sound bites from the channel’s key shows. This method complements more traditional on-air promotions.
The first of the new idents was actually seen ahead of launch on Tuesday 10th September 2002, before the movie 'Saving Private Ryan'. The second of the idents was seen for the repeat showing of the film on Sunday 11th September. The new look was officially launched on Monday 12th September 2002. The new look also saw the removal of the on screen channel identifier (DOG).